National Media (IRIB) and Shaping Citizens' Proper Consumption Pattern: Adopting a Theoretical Model

Document Type : Original Article

Author

Cultural studies and media

Abstract
The present article aims to study the role of National Media in shaping citizens' proper pattern of consumption and to offer a theoretical model for it. Given the interfaces between National Media, consumption and urban concerns, the article introduces mechanisms affecting urban issues (including improving urban life quality, realization of an electronic city) as the Electronic Government's main foundation and source of boosting citizens' social capital. The article focuses on the conceptual framework of cultural citizenship for sustainable development in urban issues. It further explores the relationship between media, consumption pattern and urban issues and finally offers an inclusive pattern for explaining the role of National Media in shaping citizens' proper consumption pattern. Based on this model, National Media can realize an optimized consumption pattern through improving mechanisms affecting urban structure, systematic representing of different issues, and conveying intended meanings using theories of highlighting, framing and cultivation.  
 
 
 
 

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  • Receive Date 07 January 2010
  • Accept Date 01 June 2010